Iconic 'Got Milk?' tagline replaced

The iconic "Got Milk?" tagline ads are being dropped after 20 years and being replaced with "Milk Life" ads touting milk's protein power.

"Got Milk?" is one of the most recognizable ad campaigns of the past 20 years. But the iconic ads are getting axed as the industry looks for a new hook to increase milk consumption amid declining sales.

The Got Milk ad first appeared in 1994 featuring supermodel Naomi Campbell wearing a milk mustache. Over the years, the ads have featured celebrities such as Elton John, Katie Couric, Bill Clinton and David Beckham.

"The reason why we used celebrities at the time was to help improve milk's image," said Sal Taibi, president of Lowe Campbell Ewald, the agency involved in the "Got Milk" ads. "The idea was to convey the message that everybody drinks milk, even successful cool people."

The new ads, which roll out Tuesday, have the tagline "Milk Life" and feature ordinary people and tout milk's protein richness.

"We want to show how milk can help you power through everyday moments and everyday achievements," said Taibi, whose agency also conceptualized the Milk Life ads. The ads are commissioned by the Milk Processor Education Program (MilkPEP), which is spending $50 million on the marketing effort.